In a recent Forbes magazine profile, Clutter cofounders Ari Mir and Brian Thomas described their vision for a company that would revolutionize the way people manage their belongings. They started with storage: leveraging cheap real estate and cloud-based technology to become a leader in on-demand junk removal. Eventually, they said, customers will be able to donate stuff they no longer want and even order a Christmas tress when they retrieve their holiday decorations.

Wednesday, the Los Angeles-based startup took a first step toward diversification, offering moving-services to consumers in the seven cities where Clutter currently operates. Now, for $65 per mover per hour, Clutter will haul your things from point A to point B rather than just to a storage facility.

According to Mir, the CEO, Clutters' new service grew out of organic-demand. Some people "were even 'hacking' our storage product to meet their moving needs," he says. "They would have us pick up and store their things, only to request them back a day or two later to a different location." (He rejects the idea that the two-year-old company, which has an estimated valuation of $240 million, wasn't finding ample demand for its core storage offering.)

When Mir and Thomas began investigating the $18 billion moving industry, they realized it struggles with many of the same inefficiencies that drew them to storage: price opacity, poor customer services and little penetration from technology.

Moreover, they already had all the tools of the trade: trucks, moving supplies, movers on staff--but also software to provide accurate pricing before a move, to tell you when your mover will arrive and to tell him how to most efficiently pack the truck. The best part for Clutter is it allows them to use workers' time more efficiently. Mir likens it to Uber's 2014 expansion into food delivery as a way to keep drivers engaged during off-peak hours.

"In-city moving isn’t very different from moving and packing your belongings into one of our secure storage facilities," says Mir. "We’re simply changing the endpoint to the location of your choice."